Whether it’s promoting specials during “The Big Game” and “Going Out of Business” sales or determining what constitutes a public notice, the WNA offers several resources to keep your advertising message on track.
Legal Resources
WNA Legal Hotline – (608) 284-4000
Advertising staff members are encouraged to call the toll-free WNA Legal Hotline and ask an attorney for immediate help when questions arise about the legality of an ad.
WNA Legal Guide to Advertising
A guide designed to give you basic information about many of the federal and state advertising laws that most affect Wisconsin newspapers.
Political Campaign Advertising
Wisconsin law requires specific disclaimers for political advertising that applies to all print and electronic campaign ads produced by any newspaper.
Fair Housing
Each newspaper should adopt a policy statement that explains the company’s commitment to adherence of the Fair Housing Act. The WNA offers a sample policy and words and phrases to avoid in advertising.
Going-Out-of-Business Sales
Everyone loves a bargain. Promotions described as a “close out”, “selling out” or “going out of business” sale (typically accompanied by the tagline “everything must go”) can generate significant customer traffic. State law, however, recognizes that the everything-must-go phenomenon can be abused.
Tobacco Advertising
The Federal Cigarette Labeling and Advertising Act was designed to make Americans more aware of the adverse health effects of smoking. In 1984, the law was amended to require that one of four warning labels appears in a specific format on cigarette packages and in most related advertising.
Trademark
NASCAR
NASCAR retains the exclusive right to control marketing of all races and all of its associated trademarks. Just as in other sports, individual racing teams also own federally registered trademarks for their team names and drivers, nicknames, uniform, helmet and car designs. Without the express permission of NASCAR and team marketers, advertisers may not use these terms in their promotions.
National Collegiate Athletic Association (NCAA)
National Collegiate Athletic Association, NCAA, NCAA Foundation, ncaabasketball.net, Final Four, and March Madness are among those trademarks owned, registered or licensed by the NCAA. There may be no use of NCAA trademarks or the trademarks of NCAA member institutions and conferences in advertising without the advance written consent of the owner.
National Football League (NFL)
The National Football League (NFL) under federal law retains the exclusive right to control the marketing of all NFL trademarks. Without the express permission of the NFL, marketers and advertisers may not use many NFL terms and names in their promotions.
Super Bowl
The words “Super Bowl,” “Superbowl,” “Super Sunday,” “National Football League,” “NFL” and images including the NFL shield and all Super Bowl logos are trademarks and cannot appear in ads without express permission from NFL marketers.
University of Wisconsin
The use of words including, but not limited to “University of Wisconsin,” “Bucky,” “Final Four,” “March Madness” and “NCAA” and their respective logos are trademarks and cannot appear in ads without express permission. While they can be used in editorial copy, marketers and advertisers may not use these terms in their promotions.
